DECLARATION I, Undersigned Birju Makadia a student of T.Y.B.B.A of Shri R.P.Bhalodiya College here by declare that the report is my own work and been carried out under supervision and guidance of Prof. Mr. Kuldeep Jobanputra.
I would also like to add that this report is not been submittd to any other university for any examination.
Student’s sign Date: Place: Rajkot
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PREFACE It is said that, “Experience makes a man perfect” but the question arises that from where this experience comes from. It is very easy to say that from practical knowledge only. This is one of the reasons for practical studies are the most important aspect of management course. Many times, there is a lot of difference between practical implication and theoretical study. As a student of B.B.A, each one have to undergo industrial training accompanied with going for marketing research for any of the industry product. The chief objective of practical training is to develop awareness about business environment and business practices among students. The second important objective was to know about consumer awareness about YAMAHA ALBA.
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WORDS OF THANKS Generally the art of appreciation take forms into “THANK YOU” but who says that it is enough to appreciate the kindness shown and guidance imparted and the guidelines they have provided. I am speechless to say them thanks. Fist of all, I would like to express my gratitude towards the Ass. Sales Manager of Yamaha, Mr. Sanjay Patel for allowing and giving all the information that was necessary for my project. I would also like to thank Prof. Mr. Kuldeep Jobanputra who guided me and helped me in clearing my suspects and difficulties in preparing this report.
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CONTENTS
Sr.no.
Topic
Page. no.
1. 2. 3.
4. 5. 6.
General information Marketing Department Market Research
Research Methodology
Analysis and Interpretation
Annexure
Recommendation Conclusion Bibliography
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5
CONTENTS
Sr.No. 1. 2. 3. 4.
Topics Introduction Project at Glance History of Yamaha Corporation World Wide operation of Yamaha
5. 6.
Group & products Yamaha in India Yamaha Alba In India
Page. No.
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INTRODUCTION Bikes play an important role in today’s fast and luxurious world. They prove to be helpful, convenient and efficient means of transportation and along with all these they are also prove to be prestigious. Bikes are very common and contingent means for transportation. The leading companies dealing in Bikes are Hero Honda, secondly Honda and Third Yamaha Corporation and so on. Therefore, I had undergone marketing research on Yamaha Alba bike and here by wish to introduce the company as far as I had understood it and presented in this report. Yamaha Corporation is one of the world’s leading automakers offering a full range of models from bikes to electronic products like power mixers, power amplifier, and speakers large & small.
PROJECT AT GLANCE 7
Name of company Offices:
Yamaha motors India PVT Ltd Head Office: 2500 shingai, Lwata-shi, Shizuoka-ken, Japan Corporate Office: 502, Sarovar Complex Jain Derasar Lane, Off.C.G.Road Ahmedabad-380009, Gujarat Tel.: + (91)-(79)-26565941, Fax: + (91)-(79)-26565941 “IB HOUSE” 150ft ring road, Amin marg junction Rajkot – 360007 Tel.: + (91)-(281)-2577764
Factory in India
A-3, surajpure ind. Area Noida Dadris road Surajpure-201306 Tel: + (91)-(120)-2351193 MIK FUJIYAMA India Ltd. 20/4, Mathura Road, Faridabad-121006, Haryana, India Tel :( 91) 82-41811, 41812, 42115
Website
www.yamaha-motor-india.com
Global website
www.yamaha-motor.co.jp 8
Year of establishment
July 1, 1955 (Yamaha Japan)
Establishment in India
August 2001
Worldwide operation
36 countries
Chairperson
Takehiko Hasegawa
Chairperson in India
Masahiko Shibuya
Capital
270 million rupees
Employees
3600
Business
manufacturing & marketing of Motorcycles
Projected sales
350000 units per year (approx)
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HISTORY OF YAMAHA MOTOR CORPORATION In the year 1955 when Yamaha developed its first motorcycle, the YA-1, there were about 150 motorcycle makers struggling to compete in Japan. As young motorcycle industry and Yamaha Motor was the last company to enter the fray. At this time, the company had 274 employees working in two single-story wooden buildings that served as factories where they produced about 200 motorcycles a month. Since then, for nearly half a century Yamaha Motor has continued to take up one challenge after another and to turn the ideas and dreams born of these challenges into new products and businesses. Because of this corporate spirit, the Yamaha Motor of today is active in a wide range of business fields and boasts a truly varied and extensive range of products. We hope you will enjoy this collection of historical models born of our Yamaha "Spirit of Challenge" in the fields of motorcycles, marine products and even automobiles. In each of them is a thread of the unique spirit that has built the Yamaha brand of today. He quickly rose to positions of manager of the company's Tenryu Factory Company (musical instruments) and then Senior General Manager, before assuming the position of fourth-generation President in 1950 at the young age of 38. In 1953, Genichi was looking for a way to make use of idle machining equipment that had previously been used to make aircraft propellers. Looking back on the founding of Yamaha Motor Company, Ginichi had this to say. "While the company was performing well and had some financial leeway, I felt the need to look for our next area of business. So, I did some research." He explored producing many products, including sewing machines, auto parts, scooters, three-wheeled utility vehicles, and motorcycles. Market and competitive factors led him to focus on the 10
motorcycle market. Ginichi actually visited the United States many times during this period. When asked about this decision, he said, "I had my research division chief and other managers visit leading motorcycle factories around the country. They came back and told me there was still plenty of opportunity, even if we were entering the market late. I did not want to be completely unprepared in this unfamiliar business so we toured to German factories before setting out to build our first 125cc bike. I joined in this tour around Europe during which my chief engineers learned how to build motorbikes. We did as much research as possible to insure that we could build a bike as good as any out there. Once we had that confidence, we started going."
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WORLDWIDE OPERATIONS As we know Yamaha is one of the biggest vehicle manufacturers and one of the most widely known companies in world today. It has its operations spread all over the world. Its operations are Spread in 35 countries. They are as follows
Country/Region The
Asia/Oceania
America U.S.A Canada Mexico Argentina
Australia New Zealand China India
Europe Austria Belgium Czech
Italy Ireland Nether land Norway
Indonesia Philippines Taiwan Thailand Vietnam
Republic Denmark Franc Germany Greece Hungary
Portugal Russia Spain Sweden Switzerland
Brazil Colombia
Europe
Japan Japan
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The following are their products in which they deal worldwide. Bikes: - Alba, Crux, Gladiator J.A, Gladiator, G5, sports bikes
Boating & Watercraft
Motor boat engine
All- Terrain Vehicles
Mixers
Snowmobile
Processors
Power amps Speakers
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Piano Digital Piano / Keyboards Guitar Drum Set Wind Instrument String Instrument Percussion Instrument
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YAMAHA INDIA Holding the true spirit of commitment to customer satisfaction - Yamaha Motor India is enriching lives of people with the same ingenuity and enthusiasm as its parent company - Yamaha Motor Corporation, Japan. Having operated in India as technology provider for almost two decades, YMI was incorporated in August 2001 as a 100’percentage subsidiary of YMC, Japan. Since then we have been in the process of redefining our business processes and extending the awe and power associated with the legacy of the Yamaha Group. Adhering to our Corporate Mission - "Creating Kando - Touching Your Heart" we are striving to touch every Heart across the length and breadth of India Yamaha Motor India (YMI) was incorporated in India in August 2001 as a 100% subsidiary of Yamaha Motor Corporation (Japan), the parent company. However, it operated in India as technology provider for almost two decades before incorporation. On 2 November 2007 Yamaha, launch two sports bikes in Indian market R1 & MT- 01 there cost is approx 10.5 – 11.5 lack The company's manufacturing facilities in India comprises of two state-ofthe-art plants. One at Faridabad (Haryana) and the other at Surajpur (Uttar Pradesh). Presently 10 models roll out of the two Yamaha Plants. The infrastructure of the two plants support productions of motorcycles and it's parts for both, the domestic as well as oversees market. As an Environmentally sensitive organization, YMI goes with the concept of "Environment-friendly technology" philosophy. It boasts of effluent treatment plant, rain water - harvesting mechanism and a motivated forestation drive. They believe in taking care of not only customers motoring needs but also the needs of future generations.
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YAMAHA ALBA The bike that defines today’s style, average, & comfort. Alba is designed to suit one’s personality. Alba thrills the person from moment he/she first lays eyes on it. The Yamaha Alba rise is one of a kind sophisticated yet brash, selfish yet giving, intense yet fancy-free, in fact quite like the bike he rides. Jaws drop when he takes his 106cc wonder for a spin. The unique design of Yamaha Alba 106 blends youthful style with thoughtful decency. Overall, the bike gives an image of robustness and solidity. Giving it a sturdy, macho image are the muscled tank, well-built side and rear panel. While the exciting graphics with the smooth flowing design, give the bike its stylish, super cool looks. With Alba 106, Yamaha has expanded its range beyond the hardcore bikers’ bikes. As per the company sources, the reasonably priced Alba 106 is a low maintenance bike with high fuel efficiency that enhances its value-for-money appeal manifold. Since the bike has been designed for daily commuting, special emphasis has been given on shaping it for the maximum comfort of the rider. That is why, Yamaha Alba 106 boasts of new aerodynamic cowl, well-sculptured tank, and broad seat for comfortable riding of the pillion rider too. The ideal ergonomics of seat, handlebar, and knee recess on the petrol tank – are all designed for comfortable riding by giving the right posture to the rider. Keeping the Indian driving conditions in consideration, Alba 106 has perfectly spaced gear ratio for driving in congested conditions without changing gears repeatedly. At the heart of the machine is the Yamaha’s ever-reliable 106cc engine, which gives good combination of torque and mileage leading to less strain on the engine and therefore longer life. Adding style to Alba’s strength are its super cool features, including the innovatively designed indicators and tail light.
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MARKETING DEPARTMENT CONTENTS
SR.NO
TOPICS
1.
Introduction
2.
Organization Structure
3.
Place of marketing department in Co.
4.
4P’ of marketing mix
PG.NO
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INTRODUCTION In common parlance, Marketing is process of selling something at shop or market place, but according to modern marketing concepts selling is not an important part of marketing but it is only a tip at marketing iceberg. The aim of the marketing for any of the company is to make their sales superfluous.
“Marketing is process of planning executive the conception, pricing and distribution of ideas, goods, services to create exchanges that satisfy individuals and organizational goals”. Philip Kotler. Marketing occupies an important position in any organization. Traditional viewpoint was that the customer would accept whatever product the seller presented to him. However, according to Modern viewpoint is to focus on the consumer needs & wants. Marketing deals with identifying and meeting consumer needs. One of the shortest definitions of marketing is “Meeting Needs Profitability” producer does not produce what they like but produce what the consumer wants. The company should have a very efficient and excellent marketing department, which truest to provide maximum satisfaction to customer while having reasonable profits. The motto of YAMAHA is to “Understand the customer’s requirements” and delivering products and services to make them satisfied. So YAMAHA had put marketing factor at a front foot. In addition, presently it enjoys a good brand image all over the world.
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ORGANIZATIONAL STRUCTURE Organization means it is a group of people working together co-operatively under authority towards achieving goals and objectives that mutually benefits the organization. It may also be said as grouping activities is to be performed. We can also define as establishing relationship for handling people to work effectively by maintaining horizontal and vertical coordination. Market is related with creation of standard of living. Organization is a form of cooperative efforts. It can be said that marketing organization consists of no. of people with many different position. A great person who suggests that no one should loose the confidence in themslfe says one great line:
“Take all the things away from me, take my wealth, take my industries, take my land, but with help of my efficient organization I will bring these all back within only 5 years.” Andrew Carneigie
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ORGANIZATION CHART OF MARKETING DEPARTMENT
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Yamaha Motors India P.V.T Ltd
CEO (marketing)
Managing Directors
Vice President (marketing)
General Manager (West – North, East – South) Regional Business Head (According to the no. of states)
Sales Manager
Management Training
PLACE OF MARKETING DEPARTMENT IN YAMAHA 23
Yamaha gives equal importance to each department. However, it is engaged in such a business where there are many competitors, so it has to give more importance to maintain its present position. In addition, in order to do so, it has to make concentrated efforts to maintain its brand and company image by way of marketing department. Thus, it is the main reason to give more emphasis on the marketing department. As it is reputed and prestigious company, manufacturing the bikes & many different types of products it has to market its product in such a way that lot does not loose its position of being 4th in manufacturing the bikes. It is maintained only by proper planning of deciding the appropriate strategies of advertisements, sales promotion etc. Company always conducts a survey with help of marketing department, which gives knowledge about the market conditions, needs of consumers and to get informed about the changing perception of the consumers which in turn can help the co. to make changes in marketing strategies and which lead them to the point of success.
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4P’S OF MARKETING MIX It is in history when firms where having comparatively few tools for influencing sales. Before the 21st century, most products were sold without branding, advertising, sales promotion, credit, trade-shows and many others variables that are now commonplace. The 4P’s of marketing mix are: 1. Product Mix 2. Price Mix 3. Place Mix. 4. Promotion Mix In the 21st century, something new is very important in the market so for that purpose marketing mix of company is very necessary to make complete program. The meaning of the marketing mix in simple words is the amount and kind of variables the organization is using at a particular time. Marketing is changed by changing the area and according to market condition. It is totally based on market research and information. It is the core of the marketing system.
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PRODUCT MIX Product is most tangible and important single component of marketing program. The product policy and strategy is cornerstone of a marketing mix. Without a product, there is nothing to distribute, to promote or to be priced. To marketer, products are building blocks of marketing plan. Good products are key to market success. Product is a vehicle by which companies provide customer satisfaction. An engine pulls rest of marketing activities. Product mix is a set of all the product lines and items that a particular company offers to buyers. The width of product refers to how many different product lines it carries. The depth of product mix refers to how many variants of each product and offered in a line. Here, YAMAHA has many variants like bikes, musical instruments, and spokes and again computer software, it has different models. The width, depth and consistency of product mix enables a company to define its product portfolio, appeal to its different consumer needs and encourages one-stop buying.
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PRICE MIX “PRICE IS ONLY ELEMENT IN MARKETING MIX THAT
CREATES SALES REVENUE: THE OTHER ELEMENT IS COSTS" -PHILIP KOTLER Pricing means fixation of value of a product in monetary terms. It is very critical decision in management. The main objective of firm is to earn profit, which depends on right pricing of decision. The management in consultation of and with production and finance department takes pricing decision. The company should also keep competitor’s costs, price and offers in mind and then fix the price of product. YAMAHA always tries to sell their product at excellent price points as compared with other competitors. Yamaha has made tiedup with some financial instution. It provides loan facilites .
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PLACE MIX (DISTRIBUTION MIX) “Any
sequence of institution from the producer to customer
including one any number of middlemen is called channel of distribution.” -Mc Carry
Proper distribution channel should be selected so that product of company can easily reach in the hands of consumer. The mode of transportation and other facility are selected carefully no doubt that choice of channel depend on nature of product but it must be so selected carefully that is combination with other element of marketing mix. Hence it helps in achieving goal like profit maximization economic stability, long term growth etc. The most fundamental factor for channel choice and channel management is economic criteria, viz. cost and profit criteria we consider various factors like nature of product, market, trends and competition. The most common routes or paths that flow from manufacture to consumer are.
a) Manufacture
Consumer
b) Manufacture
Retailer
c) Manufacture
Wholesaler
d) Manufacture
Wholesaler
consumer Retailer
Consumer
Semi-wholesaler
Retailer
Consumer
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DISTRIBUTION CHANNEL OF YAMAHA The distribution channel for YAMAHA is quite simple as it supplies cars to many countries they have provided production units in each country and then directly sends the cars at dealer’s place through roadways. Hence, the distribution channel of YAMAHA is as follows:
PRODUCTION UNIT
DEALER
CONSUMER
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PROMOTION MIX Promotion is a form of communication to accept ideas, products, and services and hence persuasive communication becomes heart of promotion. It is said that, “In a competitive market without promotion nothing can be sold”
Promotion has been defined as “The co-ordinate self- initiated efforts to establish channels of information and persuasion to facilitate sale of goods or services or to acceptance of ideas or points of view.” The promotion mix includes four ingredients viz. Advertising Publicity Personal selling Sales promotion ADVERTISING Promote sales because it is only way to commercialize the product. Any activity towards sales-promotion may be called promotional activities. Such activities include advertising. “Any paid form of non-personal communication of ideas, goods or services by business firms identified in advertising message intended to lead to sale immediately or eventually.” -American Marketing Association 30
Today,
no
business
survives
without
advertisement.
Advertisement helps to increase sales goals and to give a tough fight to competitors. The problem or else we can say question is not whether to do advertisement or not? However, question is that how to advertise with a view to maximize returns on money invested. An advertisement can prove to be better when it is adequately planned, executed and constantly evaluated. As one knows advertisements prove of the great importance having many objectives. The main objectives of advertising are as given below: Preparing a ground for new product Creation of demand Facing competition Creating goodwill Awareness to customers Creating good brand image Considering all above points, we can say advertisements are quite important and they have become a part of business world. YAMAHA gives ads in television; Internet, yellow pages, radio etc. to commercialize their product.
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PUBLICITY It is non personal stimulation of demand for product, service or a business unit by placing commercially significant news about it in a publication or obtaining favorable presentation of it on Radio, T.V or stage that it is not paid for sponsor. It is said that a product is more published when it satisfies all requirements of consumers. PERSONAL SELLING Personal selling refers to oral or face-to-face intrraction between salesl representative and prospective customer for purpose to making sales. No other tool of promotion is as effective and strong as personal selling. As we know YAMAHA deals in cars so do not go for personal selling yet dealers do tackle their customers when they go to showroom with an intention to purchase a bike. By this way they do come to know about likes and dislikes of prospective consumer and can inform to the company to concentrate on those matters.
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SALES PROMOTION Sales promotion is a key ingredient in marketing campaigns. Sales promotion consists of diverse collection of incentive tools. Mostly short term, designed to simulate quicker or greater purchase of particular products or services by consumer or the trade. “Advertising offers a reason to buy, sales promotion offers an incentive to buy.” Sales promotion includes tools for consumer protection, trade promotion, business and sales promotion. Today top management as an effective sales tool accepts promotion. Sales promotion yield faster and more measurable response to sales than advertising. The rapid growth of sales promotion media has created a situation of promotion clutter similar to advertising clutter. Sales promotion tools vary in their specific objectives. A free sample stimulates trial whereas an advisory service aims at stimulating a long-term relationship with a retailer. The main purpose of sales promotion is encouraged consumer and dealers effectively. The aim of sales promotion is goal oriented to achieve sales/marketing objective, which are short term and immediate. “Sales promotion is short term incentives to encourage purchase or sale of product or service.” Roger A Strang 33
The purpose of sales promotion is to stimulate, motivate and influence the purchase and other desired behavioral responses of the firm’s customers.
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MARKET RESEARCH Research Methodology Introduction Data collection Primary Data collection Research Instrument 1. Selection of Project 2. Nature of Project 3. Scope of Project 4. Sampling
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RESEARCH METHODOLOGY Introduction Marketing Manager has to take various decisions regarding various activities of marketing. The decisions are a combination of various judgments and facts. The correct decision can be outcome of analysis of factual data. Research always starts with a problem or a question. Its purpose is to get answer to particular question through application of scientific method. Basic research can also be called as ‘fundamental’,’ theoretical’ or ‘pure’ research. It aims at expanding the Frontier’s of knowledge and dos not directly involve problems. Applied Research is also known as ‘decisional’ research. It specifies alternative solutions and possible outcomes of each alternative. “Marketing research is a systematic problem analysis, model building and fact finding process for purpose of improved decision making and control in marketing of goods and services.” PHILIP KOTLER
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OBJECTIVES OF PROJECT The main objective of this project is to know about consumer awareness of YAMAHA ALBA bike. Along with the main objective the other are as follows: To know about the colors available in Alba bike. To know about the average & price of Alba. To know suggestions and improvements needed in bike. To know about the showroom environment YAMAHA.
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NATURE OF PROJECT The project is based with involvement of fieldwork. Main aim of project was to know the consumer awareness of YAMAHA ALBA bike and make necessary improvement in bike to satisfy the customers.
SCOPE OF PROJECT The scope project is bifurcated in two types: Geographic scope Time scope Geographic Scope: Geographic scope is the consumer awareness of YAMAHA ALBA Bike in Rajkot City Time Scope: Time scope for project is 20 days.
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DATA COLLECTION All marketing researches can tap two sources of data for investigation. Internal Sources External Sources Internal sources are company’s own records, registers, documents etc. The internal source helpful for me while preparing my project report was Mr. Sanjay Patel, Asst, and Manager. He helped me a lot while preparing the project. External sources are those, which are collected from market. It is available by containing prospective consumers of YAMAHA by personally interviewing them. Another way of classification of sources is. Secondary data Primary data Secondary Data There are numerous sources of secondary data. Each year quantity of secondary source material expands of a tremendous rate. Secondary data is ready to use and it is cheaper to use. Various sources of secondary data are libraries, literature, periodicals, etc. Primary Data Primary data are vital for any research project. Primary data act as a base for preparation of any project. Although primary data are costly to collect yet today many firms trust its result because of its reliability, along with it, accurately of primary data is highest so 40
they are used extensively, Primary data can be collected by different ways such as. Personal observation method Personal survey method Panel Research Experimental research Behavioral research method All these method are best in each different field. Survey research studies large and small populations by selecting and studying samples chosen from population to discover relative and various other things. In my project, work adopted is survey method. A questionnaire was drafted and further it was analyzed to prepare the project.
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PRIMARY DATA COLLECTION As for preparing my project report I have used primary data. I do think that it is an important point to be mentioned in project. In this method, a well-informed questionnaire was prepared. Survey was done in Rajkot by sample of 100 people. In short any finite or infinite aggregation of all possible objects under study not necessary animate is called a population. As it is not possible to meet the whole population, I had taken 100 samples of respondents. A sample is a part of universe or population.
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RESEARCH INSTRUMENT The instrument used for preparing my project is questionnaire. Questionnaire is a device or tools of marketing research to collect information. It is a technique of communication with the respondent. It may be simply defined as “Formal list of questions designed to gather information from respondent on a given topic”. A well-drafted questionnaire brings success to interview and interviewers. It overcomes resistance own respondents. A questionnaire should be complete, concise and clear. A questionnaire may consist: 1. Open-ended questions 2. Dichotomous questions 3. Multi-choice question Open-ended questions have no fixed alternative to which the answer must confirm. The respondent answers in his own words and at length he chooses.
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Dichotomous question is one where the respondent selects pre-designed categories of response coming closer to his/her own opinion. This type of alternative as “Yes” or “No” i.e. in favor or not in favor. And multiple questions are one, which provides several objectives to answer for it. It is based on principle of “aided recall”. In this project work the questionnaire all, the type of questions were used to the respondent.
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SELECTION OF PROJECT A project work is an opportunity for a student to implement the theoretical knowledge in a practical manner. It provides a platform for better understanding of the market and factors influencing it. It has been understood by organization that market is huge and thus it should not be overlooked. The project work was chosen on “Consumer awareness for YAMAHA ALBA bike” As this was a research based project it would enable the company to acquire in depth knowledge of Rajkot market as concerned to satisfaction derived and the likes and dislikes of consumers and make changes thereafter.
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SAMPLING Sampling is a commonplace idea. Everyone is accustomed to draw conclusion about a large group on basis on study of a small number of items. Sample is a part of universe or population. Populations are a collection of all elements defined over space and time and time, which are relevant to scope of a problem. “Sampling refers to study of the part of universe instead Of the whole of it, to draw conclusion for entire universe”. It is a tool or a technique to study the characteristics of the whole universe. A sample as name suggests is a smaller representative of larger body. In other words a section of population selected from latter in such a way that they represent universe a sample. A single member of population is element.
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There are few of the steps which are taken into consideration while developing a sample plan for research purpose. Define the Population: It is an aggregate of all elements defined prior to selection of sample. It is necessary to define the population in terms of: Elements Sampling Units Extent Time Omission of any of them would render the definition of population incomplete. Identify the sampling frame: These are the second stage for finding out sampling decision. Identifying sample frame, which could be a telephone directory, a list of blocks and localities of city, a map or any other list consisting of all sampling units. It may be pointed out that if the frames incomplete or otherwise defective, sampling will not be able to solve matters. Specify the sampling unit. The sampling unit is basic unit containing the elements of the target population. The sampling unit may be different from the element. Specify the sampling method: It indicates how samples units are selected. One if th most important decision in this regards is to determine which of two:
Probability
Non-Probability
It is to be chosen. Probability samples are also known as random samples and non-probability samples are known as non-random samples
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Determine the sample size: In other words, one has to decide how many elements of target population are to b taken. Specify the sampling plan: This means that one should indicate how decisions made so far are to be implemented. Select the sample: This is final step in the sampling process. A good deal of office and fieldwork in actual selection of sample elements. The interviewer faces most of the problems in this stage, which contain the sample respondents.
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Methods of sampling Sampling can be done in two ways. One is probability and other is nonprobability sampling. PROBABILITY SAMPLING All of items in universe have known and equal chances or probabilities of being selected. It is also called non-controlled sampling. Selection of items is purely based on chance using some random device such as a table of random numbers. Types of probabilities sampling Simple Random Sampling: In this method, each sample is given equal chance to get selected. Stratified Random Sampling: Population is never homogeneous rather it is heterogeneous. Here, population is divided into distinguishable strats – each one differs from other sub-groups. A simple random sampling is done from each group.
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Cluster sampling: It involves groups of sample items chosen at random. It is often called multistage sampling. Selection of primary sampling units is two stages or three stage exercises. Selection of city block Selection of colonies within city Selection of families within colonies. This is called area sampling. Systematic Sampling: It involves random selection of the first item and then selection for a sample item at every fixed interval. It is used in quality control situation. NON-PROBABILITY SAMPLING In this method all the samples do not have equal chances of being selected. Any sampling technique in which selection sample is not determined by chance, out rather by personal convenience, expert judgment, or any kind of conscious researcher selection.
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ANALYSIS & INTERPRETATION DATA CONTENTS Respondent’s status Respondent’s salary Respondent’s family members Cars own by Respondent Respondent’s belief Respondent’s reasons to purchase ALBA Model Preferred by respondent Respondent’s satisfaction-by bike & after sales services Attraction towards YAMAHA-ALBA Respondent’s view Suggestions
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ANALYSIS & INTERPRETATION BUSINESS MAN 25
PROFESSIONAL 14
SERVICE PERSON 11
STUDENTS 50
TOTAL 100
In the above question, the consumers are segmented into four categories i.e. Businessman, Professional, and Service person & Students. In addition, after analyzing 100 responses given by consumers. I had come to conclusion that 25% of consumers are engaged in own business, 14% have professional, 11% consumers are service person and 25% of people are students.
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Q1. Do you know about Alba? [ YES 50
] yes [ NO 50
] no
TOTAL 100
In the above question we come to know about the people are aware about Yamaha Alba. 50% say yes & 50% say no.
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Q2. If yes then through which media you come to know about Yamaha Alba. MEDIA NO.
FRIENDS 15
HOARDING 9
RELATIVES 4
ADVERTISEMENT 12
SHOWROOM 10
TOTAL 50
From above question, we come to know about the media through which people come to know about the Yamaha Alba. From above 50 people, 15 people come to know from friends, 12 people come to know from advertisement, 10 people come to know from hoarding, 9 people come to know from the showroom, & 4 people come to know from relatives.
Q3. Do you know about the price of Yamaha Alba? 54
Rs:-
Yes 38
No 12
Total 50
From the 50 people who where knowing about the Yamaha Alba. From them only 38 people where knowing about there price & 12 people where not knowing about the price.
Q4. Do know about the colors available in Yamaha Alba? [
] yes [
] no
55
YES 30
NO 20
TOTAL 50
In the above question we come to about the people are aware for colure available in Yamaha Alba. From the 50 people 30 people say yes & 20 people say no.
Q5. Do you know about the features of Yamaha Alba? 56
CATEGORY AVERAGE NO OF GEAR FUEL TANK CAPACITY ALLOY WHEELS ENGINE DISPLACEMENT (C.C) SUSPENSION
YES 35 25 36 46 40 23
NO 15 25 14 4 10 27
TOTAL 50 50 50 50 50 50
From the above question, we come to know people aware about the different features of Yamaha Alba. From 50 people 23 are aware of suspension, 40 are aware about the c.c., 46 are aware about the alloy wheels, 36 are aware about the fuel tank capacity, 25 people are aware about the no. of gear, 35 people are aware about the average.
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Q6. Do you know about the loan facility provided by Yamaha? [
] yes [
] no
YES 30
NO 20
TOTAL 50
From above question, we come to know that how many people are aware about loan facility provided by Yamaha. From 50 people 30 say yes & 20 say no.
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CONCLUSION It was really a great experience, while doing project report for Yamaha Group. I was obliged to study now the marketing theories and other management principles are applied in corporate world. Therefore doing project on“Consumer awareness” for Yamaha Alba bike. I got opportunity to learn all marketing implication which otherwise would not be possible anywhere else.
After studying company’s past and present marketing operation, I came to conclusion that company is having a good future prospects and can establish its edge over others which is now on its growth stage. Yamaha group is one of the largest manufacturing companies for bikes, musical instruments & electronic goods & automobiles in the world. Really, a nice experience to do project for Yamaha and work with Yamaha staff is really kind-hearted and open-minded. I, wish company, all the best for its forth coming challenging years.
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SUGGESTIONS This is concluding question of the annexure. After asking so many question some suggestion are required for the Yamaha Alba for the consumer are.
Many people are not so aware about the Yamaha Alba so company needs to make more focus on advertisement. They need to change theme of the advertisement & they should make the advertisement, which includes all the colure of the bike in it. They give information about the features of Yamaha Alba. The company should give advertisement in different channels which are more watch by the people like stare plus, zee tv. The company should do some sponsorship. The company should make people aware about the average, c.c., brakes, etc.
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BIBLIOGRAPHY Books: Marketing Management -
by Philip kotler
Marketing Management -
by S.A. Sherlekar
Websites: www.YAMAHA.com
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ANNEXURE Shree R.P. bhalodia college – Rajkot Market research on Consumer Awareness of Yamaha Alba The aim of this questionnaire is to know about of consumer awareness about Yamaha Alba. We assure you the information given by you will keep confidential and will not be misuse. This research is for educational purpose only. Please tick marks in appropriate box only. Please fill up only those questions, which you know. 1.
Name:_______________________________________________________________
2.
Address:- ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
3.
Phone no.:- ___________________________________________
4.
Gender :-
5.
Occupation:-
[
] male
[
] female
[
] businessman
[
] service person
[ [
] professional ] student
6.
Do you have any two-wheeler? [
7.
If yes then which brand? ______________________________________
8.
Do you know about Yamaha Alba? [
9.
If yes then through which media you come to know about Yamaha Alba?
10.
] yes [
[
] friends [
[
] advertisement [
] no
] yes [
] hoarding [
] no
] relatives
] showroom
Do you know about the price of Yamaha Alba? [
] yes [
] no
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rs._____________ 11.
Do you know about the colors available in Yamaha Alba? [ If yes then which color
12.
[
] red [
] silver [
] black [
] yes [
] no
] blue
Do you know about the features of Yamaha Alba? Average [
] yes [
No of gear [
] no _________
] yes [
] no ________
Front & rear suspension [ Engine displacement [ Fuel tank capacity [ Alloy wheels [
] yes [ ] yes [
] yes [
] yes [
] no ] no _______
] no _________
] no
13.
Do you know about the loan facility provided by Yamaha? [
14.
Give suggestion if any
] yes [
] no
__________________________________________________________ __________________________________________________________ __________________________________________________________
Thanks
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